Summary
No one would treat a STOP sign as if it were their daughter. A camera, too, has to know how to tell the difference. Sony Cyber-shot cameras now have face-detection technology that can focus on up to seven faces at a time. ‘Stop Sign’ is one of a four-spot campaign to publicise the latest technological innovations to Sony Cyber-shot cameras and Handycam HD video cameras.
Shot by the Partizan multi-award-winning directing collective,
Traktor, the commercials in this series are all a humorous reminder
for people to film the moments today that will become the cherished
memories of their tomorrow. Traktor used a Genesis camera,
Panavision's high-end digital camera system with a Super 35-mm
film-sized recording area. Used for feature films such as 'Superman
Returns' and 'Apocalypto' the Genesis is an innovative tool for
directors who want to shoot digitally but achieve the look of real
film.
The creative team at The Mill New York took an unusual approach
to the post-production process. Because the Panavision footage lent
itself to a non-linear grade, they could employ a data workflow
method. This allowed their 2D artists to conform the ungraded
spots, completing the visual effects and compositing, before
exporting it to The Mill's server. From there, Mill colourist
Damien Van Der Cruyssen picked up the data to create a non-linear
grade. Led by Angus Kneale and Cole Schreiber, the creative team
seamlessly composited all the green-screen elements into the
live-action footage.
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